industry research


Growth opportunities are there for the fitness industry, says Michael


survival of THE FITTEST


Oliver – but only if it taps into real consumer needs


W


hile 2010 has been a tough year for many sectors, it seems that the health and fitness industry has


come out relatively unscathed. Indeed the latest research from Mintel reveals that, of all leisure activities, consumers identify private health and fitness clubs as the thing they plan to use more in the coming year – and the figure has increased from 8 per cent in 2009 to 12 per cent in 2010 (see table below). Compare this with just 1 per cent of consumers planning to increase visits


A lot of people prefer to exercise either at home or outdoors rather than go to a health club


to pubs and bars, and 3 and 4 per cent for nightclubs and cinemas respectively, and things certainly look positive for the health and fitness sector.


driving participation Participation is also moving in the right direction, although there’s still scope for improvement. Mintel’s research on


10-year Sporting Trends reveals that more than 30 million UK adults now take part in sport or exercise at least monthly – a 15 per cent increase on 10 years ago – reflecting an increasing awareness among the population of the need to keep in shape by eating properly and doing exercise. Yet with fewer than a third of these active people exercising at the recommended level of three times a week or more, there remains a signifi cant exercise gap to be bridged.


Mintel’s research shows ‘being


healthier in general’ as the prime motivator for taking up a new sport (cited by 42 per cent of respondents), with ‘specifi c medical reasons’ (31 per cent) and ‘losing weight/toning up’ (30 per cent) not far behind. These are the reasons why people know they should exercise – but they don’t necessarily provide adequate motivation for people to actually get off the sofa and do so. However, 31 per cent of adults say


they have taken up a new sport, or would consider doing so, because a friend or family member already does it – a motivating factor that’s perhaps more carrot than stick, and something the fi tness industry could tap into. With a trend towards a more fragmented society, exemplifi ed by the long-term rise of one-person households in the


SPENDING INTENTIONS FOR LEISURE ACTIVITIES IN COMING YEAR (AS AT MARCH 2010)


Activity Drinking in pubs/bars


Eat out at a restaurant or pub Go to a nightclub Go to the cinema Go to a bingo hall Go to a betting shop


Use a public leisure centre Attend live sports events Go tenpin bowling Go to a theme park Go to the theatre


Visit a zoo/wildlife park in the UK


Base: internet users aged


16+ who do the activity


1,583 1,803 603


1,312 193 362 762 653 597 505 701 607


Use a private health and fi tness club 405 Go to music concerts/festivals Visit a cultural venue Play the Lotto


741 889


Play video games 70 Read Health Club Management online at healthclubmanagement.co.uk/digital


1,308 1,150


Have cut back on already %


43 38 35 28 27 26 23 22 22 22 21 21 19 19 18 18 15


Plan to


cut back on %


9


12 20 10 26 23 13 16 17 15 14 14 18 14 8


12 10


Will not change


%


47 48 42 58 45 50 55 57 59 58 60 61 52 61 66 68 71


Will do more


% 1 2 3 4 2 2 9 6 2 5 5 4


12 6 7 2 4


january 2011 © cybertrek 2011


SOURCE: GMI/MINTEL


©WWW.SPORTENGLAND.ORG


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